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To fuse or not to fuse?

Date of publication: August 1, 1999

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Authors: Richard Dodson, Sheila Byfield

Abstract:

The aim of the paper is to provide guidelines for the non-technical media practitioner. It will argue that while the principles of fusion are sound they do not provide a catchall solution and caution should be exerted in using it as a general media planning and buying aid. Guidance on when fusion should be applied and recommendations for the introduction of industry approval standards are included.

Richard Dodson

Author

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Sheila Byfield

Author

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Dodson and Byfield (1999a, August 01). To fuse or not to fuse?. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/to-sniff-or-not-to-sniff-